Mediaset España has begun preventing viewers from skipping advertising when watching programmes on catch-up, in a move designed to protect the value of its advertising inventory.
Following the move, viewers watching content on a time-shifted basis will no longer be able to fast-forward through commercial breaks. The restriction applies to programmes viewed on catchup through the broadcaster’s digital platforms and connected TV services.
The measure is designed to ensure that advertising spots are viewed in full, aligning the catch-up experience more closely with linear television where ads cannot be skipped.
Mediaset said the change is aimed at strengthening the effectiveness of television advertising at a time when viewing is increasingly shifting to non-linear platforms. By blocking fast-forwarding, the broadcaster can guarantee advertisers a completed view of commercials even when programmes are watched on demand.
The decision follows similar approaches adopted by several broadcasters and streaming platforms across Europe that are seeking to maintain advertising value as audiences migrate from traditional scheduled viewing to time-shifted and streaming consumption.
The move could also support the development of new advertising formats and measurement models tied to full ad exposure across both linear and digital viewing environments.
